Cobranding

In: Business and Management

Submitted By agusrum
Words 639
Pages 3
Hoy en día la gran mayoría de culturas alrededor del mundo se encuentran extremadamente focalizadas en el consumo y en lo que eso representa para ellos como consumidores. Este nuevo enfoque es compartido por las empresas, las cuales compiten constante y ferozmente para mantenerse en una posición competitiva. La globalización ha logrado unificar los mercados mundiales y con estos las necesidades y prioridades. Tan intensa es la necesidad de permanecer fuerte y estable que ha logrado que estas empresas busquen e implementen estrategias que eran impensables en el pasado, aun si esto significa cooperar con el “enemigo”.

Esto ocurre también ya que “en los últimos años se ha producido un cambio en el enfoque que se le daba a este negocio en cuanto a estrategia. Las firmas han pasado de tener un “product orientation” a un “marketing orientation”. Ya no se piensa en el negocio como la capacidad de producción de la planta sino que se le otorga mayor atención al consumidor, sus gustos y preferencias.” Los ciudadanos son conscientes que como consumidores pueden exigir cada vez mas diferenciación y dedicación por parte de las marcas ya que “in cultures where brands play important roles for consumers’ identity construction, people learn how to relate to and use brands ‘knowingly.’ Through the process of learning to consume brands in ways that are recognizable by the consumer culture, consumers develop brand literacy” .

Ante este nuevo escenario se crea el Co-Branding, una nueva manera de aprovechar las oportunidades comerciales del mundo globalizado mediante la creación de una unión entre dos marcas que genere un valor mayor al de ambas partes involucradas. Es decir que de esta alianza surge un producto o servicio nuevo, el cual se espera que otorgue una nueva dimensión de diferenciación para las marcas.

Este camino alternativo a las estrategias habituales hace que…...

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